Aatma Performing Arts

Redesigned the website of a local dance company to enhance usability, improve navigation, and create a seamless user experience that meets the needs of its growing audience

My Role

Student UX Designer

Timeline

5 weeks

Tools

About Project

Aatma Performing Arts is a renowned dance company in New jersey offering different services. As they keep growing, their website traffic has tremendously increased over the years. Through this study, I aim to improve the overall usability and enhance the user experience of the website such that it caters to its user needs as perfectly as possible.

Problem

Though they have a visually appealing website, initial user research and heuristic evaluation have revealed many issues with navigation, wayfinding, content quality, and booking processes affecting the user experience negatively. Being an established company, enhancing their quality of the website is crucial as this platform is the first place of visit for potential people interested in using Aatma’s services.

Goals

  • Identify critical issues

  • Enhance user satisfaction through clear, up-to-date content

  • Provide quick access to information

  • Easy website navigation

  • Easy enrollment process in the dance school

  • Hassle-free costume booking process


Process


Heuristics Evaluation

View detailed heuristics here

User Research

I conducted an online survey to determine my targeted audience, their goals and pain points and also get an idea about how to approach making improvements for the website. The survey had 33 questions including user demographics, personality, goals and usability of the current sites and I recorded 11 responses.


In the next step, we created 4 personas that best represent our target audience and the primary users of the website.

User Stories
  1. As a prospective student, I want to find complete class information so that I can understand what their classes offer.

  2. As a person always on-the-go, I want to be able to find information quickly so that I can make quick decisions.

  3. As a performer, I want to be able to easily rent costumes at an affordable rate for my performances so that I don't have to worry about getting them stitched on time


I performed another usability test by creating specific tasks within the domain of these three user stories. This test helped me to pinpoint issues within the website and understand the specifics of what we are trying to solve here.

Issues discovered


Interactive Prototype

View Prototype

Things I learned

  • How to do a heuristic evaluation

  • Creating user stories

  • Conducting think-aloud and task-based interviews